Ad-Supported Cable Commands a 50 Primetime Share for the First Quarter of 2004

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Ad-Supported Cable Commands a 50 Primetime Share for the First Quarter of 2004

Surpasses The Seven Broadcast Networks Combined By Almost 3 Share Points

April 5, 2004

For the second consecutive year, ad-supported cable surpassed the collective first quarter primetime share of the seven national broadcast networks. According to a Cabletelevision Advertising Bureau analysis of Nielsen data for the first three months of 2004, ad-supported cable recorded an average primetime U.S. household share of 49.9—up 2.3 share points (+4.8 percent) from the year before; compared to 47.1 (–0.8 percent versus the same period in ’03) for the broadcast networks.

In other primetime audience measures, cable’s 1Q 2004 primetime U.S. household delivery rose by 1.7 million homes (+5.4 percent) to 33.5 million; and its U.S. household rating increased by 1.1 points (+3.7 percent) to 30.9. In contrast, aggregate broadcast network delivery and rating declined by 0.1 percent and 1.7 percent respectively. For the first quarter primetime viewing period, ad-supported cable surpassed the seven broadcast networks by 1.7 million homes, 1.5 rating points, and 2.8 share points.

Five of the seven national broadcast networks posted declines in primetime audience share for the first quarter of 2004, with ABC experiencing the largest absolute losses.

This time a year ago, ad-supported cable outperformed 1st Quarter primetime broadcast viewership for the first time ever, with a 47.6 to 47.5 edge in share.

1st QUARTER PRIMETIME VIEWERSHIP: 2004 vs. 2003

AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST

Primetime=Mon thru Sat 8–11pm/Sun 7–11pm

U.S. HH DELIVERY (000) U.S. HH RATING U.S. HH SHARE

2004 2003 %Diff 2004 2003 %Diff 2004 2003 %Diff

Ad-Supported 33,524 31,792 + 5.4% 30.9 29.8 + 3.7% 49.9 47.6 + 4.8%

Cable

ABC 6,425 7,290 –11.9 5.9 6.8 –13.2 9.6 10.9 –11.9

CBS 9,434 8,881 + 6.2 8.7 8.3 + 4.8 14.1 13.3 + 6.0

NBC 7,952 8,170 – 2.7 7.3 7.7 – 5.2 11.8 12.2 – 3.3

FOX 6,799 6,956 – 2.3 6.3 6.5 – 3.1 9.9 10.2 – 2.9

UPN 2,621 2,297 +14.1 2.4 2.2 + 9.1 3.8 3.3 +15.1

WB 2,613 2,675 – 2.3 2.4 2.5 – 4.0 3.8 3.9 – 2.6

PAX 735 867 –15.2 0.7 0.8 –12.5 1.1 1.3 –15.4

4 Bdcst Nets* 28,354 28,372 – 0.1 26.2 26.6 – 1.6 42.1 42.4 – 0.7

Weighted Gross

7 Bdcst Nets** 31,824 31,863 – 0.1 29.4 29.9 – 1.7 47.1 47.5 – 0.8

Weighted Gross

* ABC, CBS, NBC, FOX

** ABC, CBS, NBC, FOX, UPN, WB, PAX

Source: Cabletelevision Advertising Bureau analysis of Nielsen data, 12/29/03-3/28/04 vs. 12/30/02-3/30/03

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1st QUARTER PRIMETIME VIEWERSHIP: 2004 vs. 2003
	AD-SUPPORTED CABLE VIEWERSHIP VS. BROADCAST
	Primetime=Mon thru Sat 8–11pm/Sun 7–11pm

	U.S. HH DELIVERY (000)			U.S. HH RATING			U.S. HH SHARE
	2004	2003	%Diff	2004	2003	%Diff	2004	2003	%Diff

Ad-Supported	33,524	31,792	+ 5.4%	30.9	29.8	+ 3.7%	49.9	47.6	+ 4.8%
Cable

ABC	6,425	7,290	–11.9	5.9	6.8	–13.2	9.6	10.9	–11.9
CBS	9,434	8,881	+ 6.2	8.7	8.3	+ 4.8	14.1	13.3	+ 6.0
NBC	7,952	8,170	– 2.7	7.3	7.7	– 5.2	11.8	12.2	– 3.3
FOX	6,799	6,956	– 2.3	6.3	6.5	– 3.1	9.9	10.2	– 2.9
UPN	2,621	2,297	+14.1	2.4	2.2	+ 9.1	3.8	3.3	+15.1
WB	2,613	2,675	– 2.3	2.4	2.5	– 4.0	3.8	3.9	– 2.6
PAX	735	867	–15.2	0.7	0.8	–12.5	1.1	1.3	–15.4


4 Bdcst Nets*	28,354	28,372	– 0.1	26.2	26.6	– 1.6	42.1	42.4	– 0.7
Weighted Gross

7 Bdcst Nets**	31,824	31,863	– 0.1	29.4	29.9	– 1.7	47.1	47.5	– 0.8
Weighted Gross

* ABC, CBS, NBC, FOX
** ABC, CBS, NBC, FOX, UPN, WB, PAX

Source: Cabletelevision Advertising Bureau analysis of Nielsen data, 12/29/03-3/28/04 vs. 12/30/02-3/30/03